yeah, i think that what doug is doing is looking through the... through google as part of his lens. the internet is helping redefine what it means to be a photographer. >> you see this? then you come right into here. there's damage. >> reporter: in fact, rickard says in an ocean of digital imagery creating something special is becoming more and more difficult. no matter how easy the tools are. >> i think it really boils down to what you bring to it. you know, that's between your ears ultimately. art is about ideas. it's about how you're wired and how you're driven, obsessions, and what you have to say. and i think that we're in an era >> reporter: what started as an idea in rickard's head in his home studio has spread to an ongoing internaonal conversation. his collection, called a new american picture, has moved beyond the bay area to the center in paris and as far away as korea and japan. >> things are changing rapidly. photography is being affected. >> reporter: rickard is happy to advance the conversation, even in a time where those in the art world, especially in photography, a